網路社群行銷對婚宴業者而言是一項新興的技術。本研究旨在探索以網路社群作為平台來行銷婚宴的可行性，希冀讓網路社群可以成為婚宴業者在進行行銷時的策略工具，一方面可降低消費者的交易成本，並可提升婚宴業者獲利能力，創造消費者與業者之間的雙贏。一般企業組織對創新科技導入都會面臨人與科技、組織與科技、組織與人間甚或人與人之間的複雜衝突與矛盾，婚宴業者自應不例外。儘管運用創新科技平台作為行銷工具已廣為各行各業所接受，然而傳統婚宴業者可能因為對網路社群的知識不足，對網路社群行銷的應用可說是霧裏看花。本研究發現網路社群在注入WEB2.0的概念以後，除了提供消費者檢索、搜尋、比較的功能之外，更提供消費者分享與創造的空間，而「互動」當然是網路社群基本元素，凡此種種均帶給婚宴業者行銷策略新的啟示。藉由網路社群技術，行銷由「推式」改為「拉式」。以消費者為中心，設計出消費者需要的產品。而消費者在獲得消費滿足後，將給予正向的回饋。而且本研究個案，更驗證了先發先至的優勢。就組織面而言，外部環境給予組織創新的機會，在組織創新氣候下，活潑、創意的行銷於焉發生。The internet virtual community is a new interface of innovation marketing technique for wedding banquet market. The study is to explore the possibilities for wedding banquet marketing on internet virtual community platform, which is expected to be one of the marketing strategy complexes so as to descend the cost of transaction for the consumer, uplift the profit for wedding banquet enterprises and create the win-win advantage between the consumer and the business. In general, whenever the innovation technology leads into the organization of enterprises, there shall be an extent of impact and contradiction among employees, technology, and organization. Without exception, the wedding banquet enterprises are forced to face the same situations to innovation technology; however those are accepted and taken by lots of business. Frankly, some traditional wedding banquet enterprises know nothing about internet virtual community and some are lost in a misty forest of such kind of new technology. The study shows that after the concept of web 2.0 leads into the internet virtual communities, the interface of virtual communities become more easy going for the consumer in creating, retrieving, searching, comparing and sharing. Nevertheless, creating and sharing are two more important functions for the explorers on virtual communities. The study also finds that the “interactive” effect, a typical element on the virtual community activities, somehow inspire new thinking to wedding banquet enterprise for marketing strategy. By taking the innovation technology of internet virtual communities, the wedding banquet enterprises will change their marketing attitude from “push” into “pull”. Therefore, the enterprises are capable to design a set of products to meet the need of the consumer as well as the consumer will provide valuable feedback to enterprises. Besides, in the our case study verifies the theory of “first mover advantage”. Because the outside environment offers innovation atmosphere for enterprises, the active and creative marketing strategies are going in a climate of organizational innovation consequently.